Traffic source. We record where clients come from (search results, advertising).
Visitor behavior. At this point, we look at the bounce rate; if it is high, it means there are problems with the site during the transition (bad design, slow loading speed, unclear offer, etc.).
Places where customers drop off. We study which pages have a high bounce rate. These are the places where we lose potential customers. We need to understand why this happens.
The most common problems on websites:
many fields in the feedback form;
there is no understanding of how to pay for the goods, there is no information about delivery, availability in stock;
too bright or too dull design;
lack of familiar logic on the site (location of elements, appearance of buttons and icons, etc.);
there is no phone or you can't get through on it;
lots of advertising.
The general principle is: don’t try to change everything at once. Identify the most problematic stage of the customer journey and start improving it gradually. To track this stage, use free analytics tools.
Conversion tracking tools
In the online sphere, the conversion rate is tracked through analytical services. These are mainly Google Analytics and Yandex.Metrica, as well as end-to-end analytics services that allow you to view conversion at different stages.
To track indicators, you need to set up goals and conditions for achieving them in the selected analytics system. The system will record the fulfillment of goals and calculate the value. You can view the results in system reports.
In Google Analytics it looks like this:
Google Analytics Report Example
And in Yandex.Metrica it’s like this:
Example of Yandex.Metrica report
Once you have your analytics set up, track your metrics to improve your conversions. Here are some tips on how to do that.
Website Conversion
The conversion rate depends on the conditions and industry — nothing is the same. That is, it is impossible to say that 5% is good or bad for your particular type of business. You must determine this parameter based on your historical and current data yourself and be sure to take into account the current stage of business development, as well as the channels used to promote the product. We recommend exchanging experiences with managers of similar businesses to have an idea of the benchmarks in your industry.
For example, if sales figures from social networks are lower than why would you choose our database from search results (and this is usually the case), this does not mean that advertising in them should not be done. After all, in social networks, users see your advertisements based on their interests, and in search engines, the algorithm is different.
And we also cannot lose sight of such a concept as seasonality of demand.
However, even CR is not the ultimate truth. It is also worth considering CAC (cost of an acquired user) and margin from each channel, because the conversion to purchase may be lower from some channel, but the marginality is higher.
There is such a thing as the average conversion rate - you compare the figures for each acquisition channel in one business and calculate the arithmetic mean.
However, you can determine whether the conversion rate is normal for you or not by using the ROI metric, which should ideally be above 100%.